Routing Rules and Outreach for Forms
How routing rules work for forms
Form Workflows use the same routing rules and segments as your meeting routing. When you create your first Form Workflow, Knock seeds a default routing rule from your default meeting routing rule. You can edit this default independently afterward - changes to it won't affect meeting routing.
You can also build custom routing rules specifically for forms, in addition to the default.
Segment-based routing
Each segment in your routing rule can be configured with two form-specific actions:
- Route to - assign the lead to one or more Slack-connected reps (round robin), or disqualify the lead.
- Notify - choose a Slack channel to post a notification to.
The fallback rule
Every routing rule includes a fallback rule that runs when a lead doesn't match any segment. Like a segment, the fallback rule lets you route to a rep (round robin) or disqualify the lead, and notify a Slack channel. By default, fallback notifications go to the Knock Knock updates channel unless you choose a different one.
If a lead doesn't have enough information to match any segment, Knock does not fall through to check the next segment, and it does not set a qualified or disqualified status for that lead.
CRM owner assignment
If the lead already exists in your CRM with an assigned owner, Knock skips segment routing and assigns the lead directly to that owner. If the resolved owner has a LinkedIn connection, they receive the outreach described below. This applies to HubSpot and Salesforce.
If the lead doesn't exist in your CRM, or the owner field is empty, segment routing runs as normal.
Outreach messages
Outreach sends a LinkedIn message from the assigned rep's own account - it is never sent by an automated agent, and no agent replies to the contact on your rep's behalf. Any reply is a real, human reply from your rep.
Outreach fires only when:
- A lead is submitted through a workflow with outreach turned on, and
- A rep was successfully assigned (through a segment, the fallback rule, or CRM owner assignment), and
- The rep has a LinkedIn connected
Default message:
Hi {{Lead first name}} – saw you filled out {{Form name}} on our site. Figured I'd reach out here directly. Anything specific you were looking into? Happy to help.
The message is editable per workflow and supports dynamic variables for the contact's first name, their company name, and the form name.
When outreach doesn't send:
- No rep was assigned to the lead.
- The lead already received a message from a previous Knock outreach flow.
Notifications when a lead replies
Knock only sends a notification once the contact replies to the outreach message.
- The notification posts to the Slack channel configured on the matching segment (or the fallback channel).
- The assigned rep also receives the same notification as a direct message.
- The notification includes: the contact's name and company, whether a LinkedIn URL was detected, CRM status, the segment that matched, contact details captured from the form (location, device, attribution), and the company's enrichment data.